Your About Us page is often the first place visitors to your website go to find answers:
- Who are you?
- What do you do?
- Most importantly, what can you do for them?
These ten tips with corresponding examples will help you make sure your About Us page is working for you… and for your visitors.
1. Reaffirm your visitor is in the right place.
The first thing your About Us page should do is confirm for the visitor that they have come to the right place. Derek Halpern of Social Triggers starts off his About page with a set of questions you may have asked yourself (e.g. “How can I get more customers?”), then explains how he’ll help you answer them.
2. Make it easy to get in touch.
Convince & Convert founder Jay Baer lists his cell phone number and email address on his About page, along with those of everyone else on his team. If your web visitors are confused about how to get in touch with you, they won’t. Make it easy to contact you whatever way your visitor feels comfortable (that means offering multiple ways of reaching out). Include office hours (especially time zone) for office phones so your customers will have a realistic expectation for your availability. Definitely don’t miss the opportunity to include nice looking social buttons on your About Us page so your visitors can easily find you elsewhere on the web! In the same section you post your social icons, also mention you post sales and special previews on social media, to incentivize them to follow you!
3. Don’t wait until the end to convert.
Don’t make your visitor read all the way to the bottom of your About Us page before giving a call to action. Tim Ferriss (of The 4-Hour Workweek fame) features a widget at the top of his About page offering exclusive updates and giveaways just for entering your email address, then the rest of the page goes on to explain why you can trust him with that information.
4. Use social proof.
Visitors to your About page are wondering who you are and why they should care. Use social proof to quickly show them how important you are. For example, the first photo on Maria Forleo’s About page is of her with Oprah. But you don’t need a picture with Oprah to be important to your visitors! Highlight a quote about your business from a trusted local newspaper or prominently mention an achievement or award. Include photos of you with customers, or social counters that tick off how many Facebook fans and Twitter followers you have. Social proof is a powerful trick to getting on your visitors good side.
5. Show, don’t tell.
Listing your accomplishments is great, and an About Us page is the right place to feature the accolades you’ve received. But more effective than telling people about how great you are is showing them. Show how you can help your customers by telling a short story about how you helped someone just like them in the past. Use numbers, and don’t be afraid to show off a little! Another way to implement this tactic is to include the logos of impressive brands you’ve worked with.
6. Write it really well.
This is easier said than done, but having a supremely well-written About page like Gary Vaynerchuk’s makes all the difference. Use short paragraphs that get right to the point, and write in the voice of your brand. Your writing should be easy to skim. Ask for feedback from people you trust to give you constructive criticism, or consider hiring a professional to write the copy. This page is one of the most important selling/convincing tools on your website, so give it you all!
7. Use visuals.
Many businesses use photos of the team to help the visitor feel connected, but you can go beyond this with your visuals. For example, Moz’s About Us page uses an illustrated (and reverse-chronological) timeline below a blurb that quickly outlines who they are and what they do. This is a much more interesting way of presenting this information than paragraph form, and it makes their About page stand out.
Small businesses in particular can benefit from a “company history” oriented About page. Small, local communities tend to identify quite strongly with the family business storyline. Explaining your company’s longstanding history as a local establishment is another tried and true tactic of appealing to small town potential customers. Appealing to your potential customers, and telling the story of your business in this way can be particularly beneficial if your business relies on repeat business or vendor relationships.
9. Segment your information.
About Us pages typically contain a whole lot of information(as a they should! This page is serving an audience who wants to know more about the detailed history of your company). It’s important to make sure to provide consistent and sensible organization. Include clear headings and section breaks. Make sure you maintain consistent formatting. Like MailChimp’s About page, this type of history page needs great organization to make sure readers don’t get lost.
Your your company works with different types of businesses, make sure you segment your page so each group can find the information that most directly relates to them. If you have different landing pages for these groups (a good idea!), include large clickable buttons to help direct each type of visitor to the next destination.
10. Use emotions to your benefit.
You’re passionate about your business, or you wouldn’t be doing it. Share that with your visitors, and use that to get them excited too! Kickstarter’s About Us page lists seven things to know about them, and by the time you’re done reading, you want to join them. Write true to your own voice, and your “About Us” page will convert visitors into customers.